Marketing and social media: A success story

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What the pharma industry can learn from In-Bed, Bayer Scherings award-winning online marketing campaign for Levitra.


Not too long ago, Dennis had a problem. To his great concern and that of his wife, Elaine, he suffered from erectile dysfunction (ED).


Today, however, after seeing a doctor and taking medication that addressed his symptoms, 40-something Dennis can now rise to the occasion. And hes even won a prize for it, too.


Dennis is not an actual person, but a cartoon character in the online marketing campaign In-Bed (, for Bayer Scherings erectile dysfunction drug Levitra.


Produced by British advertising agency Profero, the educational campaign has not only appealed to Internet users but also achieved what few in the industry ever deemed possible: In-Bed won the much-coveted Grand Prix awarded by Revolution magazine for outstanding digital marketing.


Due to the many legal regulations governing DTC advertising by pharma companies outside the US, ads often lack creativity. Not In-Bed, though.


According to the Revolution jury, The fact that Bayer Schering overcame these obstacles helped this campaign stand out from all others. And the fact that it took a unique and innovative approach to ED clinched the verdict.

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